Storyline Workshop

Writing and Presenting Winning Proposals

A successful proposal depends on a clear strategy and compelling arguments.The Storyline Workshop shows participants how to transform customers’ needs into a message tree to systematically develop a strong proposal strategy. The result is a logically structured, easy-to-follow storyline.The course focuses on formulating key messages that can be used effectively in sales pitches, bids and proposal presentations.

The course is designed for proposal managers, sales representatives as well as all professionals involved in proposal writing. The methodology can be applied across a wide range of B2B sales situations.

All participants receive a Digital Badge and a personal, verifiable PDF certificate to showcase their successful completion of the course.

The course also prepares you to pass the APMP Bid and Proposal Writing Micro Certification.

This workshop is available in various formats:

Standard 2-day face-to-face workshop (or 6 online 3-hour sessions)
Compact 1-day face-to-face workshop (or 3 online 3-hour sessions)

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Course Outline

Taking the Customer’s Perspective

Adopting the evaluator’s perspective
Gaining insight into the buying centre and its decision-making process
Influencing customer decision-making
Moving beyond features and product/service descriptions
Understanding customers’ hot buttons
Moving beyond compliance
Leveraging AI to analyse customers

Planning and Developing Compelling Bid Content

Learning the Storyline™ Approach as a repeatable writing method to persuade the buying centre
Getting content planning right (outlining your document and defining powerful headings)
Making it easy to read
Developing winning key messages and theme statements
Writing compelling proposal text (applying the Style Guidelines)
Leveraging pre-written text (boilerplate)
Developing stunning graphics (ground rules) and using the right pictures and photos

Writing and Formulating

Applying the Seven Golden Style Guidelines
Understanding customer needs and expectations
Leveraging AI to create and enhance proposal content
Using ‘ghosting’ techniques to downplay competitors’ strengths
Applying the “Six Weapons of Influence” to persuade customers
Addressing different customer personality types

Truly Compelling Executive Summaries

2-day course only (Standard): including additional exercises
Executive summary audiences and their specific needs
Using the five-box structure and message leverage to create a truly compelling executive summary
Avoiding dull and generic executive summaries
Practical tips and best practices for effective executive summaries

Powerful Proposal Presentations (PPP)

2-day course only (Standard)
Understanding the core principles of successful bid presentations
Preparing and structuring the presentation
Applying the seven-step agenda
Creating engaging sessions and maintaining high audience attention

Who would benefit from attending?

Sales Leads should attend to develop their understanding of this critical phase in the business development lifecycle. This will help them to:

Achieve higher conversion rates through stronger insight and positioning
Demonstrate the value of high-quality input into strategy and win themes
Contribute effectively to an informed proposal strategy and storyline

Bid Leaders who are regularly nominated to lead proposals should attend to strengthen their ability to:

Fulfil their responsibilities for storyline development and message tree creation
Develop robust proposal strategies and clear proposal themes (key messages)
Review content to drive quality and maximise impact

Bid Writers should attend to enhance their approach to:

Storyboarding and writing compelling, well-structured responses
Applying writing guidelines and editing/reviewing proposal content
Writing winning executive summaries
Engaging senior colleagues in value proposition development
Leveraging AI to create and refine genuine proposal content

Bid Managers should attend to further develop their techniques and approach to:

Mobilise bid teams to produce compelling, high-quality content
Engage senior colleagues in value proposition development

Contributors or subject matter experts (SMEs) should attend to build their capability to:

Translate solution features into clear client benefits
Understand the customer perspective on proposals
Contribute effectively to the writing process and play a winning role
Strengthen skills in storyboarding and writing compelling technical sections

Mastering Public Sector Bidding – Finesse the System to Win More Bids Capture Training

Contact Us

Develop the essential bid writing skills and behaviours needed to win more bids and proposals. Please get in touch.

Call Us +44 (0)20 8158 3952